GEMMA SAUNDERS

• Developed and lead high performing team delivering large omni channel integrated campaigns.
• Delivered annual trade strategy with input into the overarching regional marketing and business strategy.
• Performance and campaign delivery for all trade marketing campaigns.
• Proficient leading agency creative messaging, concepts and implementation.
• Oversee direct reports leading cross functional teams across Sales, Media, Creative Agency, Legal, Merchant, Channel leads and other stakeholders to ensure seamless execution of all campaigns.
• Delivered improved efficiencies leading media, customer targeting and campaign optimisation to increase budget efficiencies and ROI.
• Implemented series of innovative test and learn initiatives, both successful and unsuccessful to understand how to drive incremental active customers across various customer segments.
• Results delivered: Exceeded CY23 targets across iGVP, monthly active customers, uplift on baseline and ROAS.

• 5G leadership team within Optus Consumer.
• Accountable for the team leading the GTM strategy and launch as the first 5G home internet in Australia.
• Stakeholder management and reporting into SLT and Exec sponsor.
• Developed the GTM CX and customer messaging from proof of concept to commercial product launch.
• Strategic owner of local area marketing SA4 strategy and ongoing product performance as the network rolled out.
• Innovative and solutions lead thinking required to pivot ideas based on learnings as an entirely new network was being built to launch into market.
• Complex issues resolution and autonomy required to develop ideas based on trading, market, tending performance.
• Working with deployment and networks teams to review commercial opportunities for marketing and acquisition across the 5G network rollout.
• Input into sales forecasting and conversion requirements across the channel portfolio (Retail, Digital, Telesales) and developing plans to close commercial gaps and driving communication back into marketing streams.

• Go to Market leadership team.
• People leader of 4 leads each resulting in promotion into new roles.
• Strategic business propositions: Innovative and complex new product launches with Optus.
• Ability to learn a diverse range of product portfolios: Postpaid Mobile, Home Broadband, Launching AU's first 5G Network, SMB, Partnerships – EPL, Olympics, World Cup.
• Competent in leadership reporting and managing upwards to the Executive leadership team regarding performance, campaign complexities and solutions.
• Experienced in navigating complex organisational challenges to ensure optimum customer experience and business performance is maximised.
• People leader with experience nurturing and developing top talent.

Achievements

• Channel Optimisation: 5G Pilot program CX improvements between App and Telesales resulted in 48% conversion rate.
• Test and learn Initiatives: Increased online demand traffic +11% WoW.
• Customer behaviour tracking implemented 'next best' to customers increasing additional category sales +2%
• Lead customer acquisition campaign to achieve +800K active subscribers to the EPL platform.

• Product development, pricing strategy and MVP post-paid mobile category.
• Ongoing product roadmap that support brand, financial & growth aspirations.
• Refine final customer value proposition by segment & translate benefits into layered messaging hierarchy.
• Lead marketing brief creating across product lines to create singular customer value proposition definition.
• Build strategic and tactical product marketing calendar as critical input into company marketing planning.
• Lead devices GTM including iPhone and Samsung.

• Brand and marketing lead on the research, development and implementation of the Optus perk loyalty program.
• Responsible for forecasting, resource planning and campaign flighting across customer marketing.
• Lead the re-positioning of SMB working with the agency and multiple stakeholders to land an 18-month proposition of ‘We hear you'.

Achievements

• Prepaid low-cost recharge – Delivered $110k of incremental LCR recharges saving over $654k in commission. Achieved 50% of AOP target and outperformed control group by $2.4M.
• Exceeded loyalty program purchase targets by 176% from FY13 to FY14.